Convenience store chain 7-Eleven has a new mobile application in Australia that enables users to find the best nearby deals for gas and lock in a price for seven days, a move designed to make the retailer a considered destination rather than an impulse stop.

The 7-Eleven Australia Fuel App leverages real-time, location-based data and personalization technology in what technology vendor and partner VMob claims is a first-of-its-kind offering. The app, which was in development for 18 months, also offers users personalized deals on other convenience items they may need.

“With the launch of the 7-Eleven Australia Fuel App, the chain has taken a strategic approach on how convenience stores use mobility to overcome the impulse factor – building utility into their mobile offering to differentiate themselves against other convenience stories,” said Scott Bradley, founder and CEO of VMob. “Enabling the utility to pre-pay for fuel ensures that 7-Eleven becomes a pre-considered destination for the consumer rather than an impulse stop.

“Week after week, the consumer will continue to visit 7-Eleven, which becomes the convenience store of choice rather than the closest competitor,” he said.

Locking in a price
To use the app, consumers first need to have a 7-Eleven card that is loaded with funds. From within the app, users first choose the type of fuel they want to purchase and then search 7-Eleven stores in their area to find the lowest price.

Next, users can select how much gas they want and lock in the price. Users can only lock in as much fuel as there is money on their 7-Eleven card.

Finally, users scan the fuel voucher in the app at the counter of any 7-Eleven fuel store within seven days to redeem the locked-in price.

If the price of fuel goes lower than the locked in price before the voucher has been redeemed, users will pay the lowest price on the day they fill up.

Personalized offers
Leveraging VMob’s intelligent personalization platform, 7-Eleven is able to collect data from the app and other sources to offer each customer relevant deals.

The app shows how marketers can leverage mobile technology, such as location services, to provide utility and value for customers.

VMob is an intelligent cloud-based personalization platform built for the retail and quick-service restaurant segments.

The 7-Eleven Fuel App, which officially launched on March 3, is available to download for free on the Apple App Store or Google Play.

“The use of contextual data has brought about a new age of marketing, and businesses are indeed becoming more sophisticated in how they reach and engage their customers,” Mr. Bradley said. “In the era of the Internet of Things, in which connected devices enable businesses to learn more about their customers, stores must evolve their marketing strategies in order to keep pace and remain competitive.

“The ability to collect data from the growing number of mobile devices used by consumers allows marketers to gain a level of insight that wasn’t possible just a few years ago,” he said.

Convenience store chain 7-Eleven is expanding its mobile rewards program via a verification system for age-restricted promotions, enticing shoppers interested in alcohol, tobacco and gambling products to sign up for the application.

The mobile rewards application for 7-Eleven has been restricted to deals on products available to all ages, leaving out a method to drive sales for a significant portion of its inventory. The convenience store’s latest promotion is prompting users to verify their ages to receive these promotions in the future, driving sales for these products while also catering to a larger demographic.

“Mobile has grown up, it has become, or at least should be, an integral part of every marketer’s and retailer’s business,” said Michael Becker, managing partner at mCordis. “Clearly, 7-11 gets it.

“The mobile application, especially for shopping, is a central tool for servicing and supporting one’s most loyal customers,” he said. “And customers want shopping apps, apps that help them interface with their preferred brands and retailers.

“According to Flurry, mobile shopping apps have seen significantly growth the last two years.”

Age-restrictions
Rewards members of 7-Eleven received email notifications, informing readers of the new policy in which users can verify their ages to receive content regarding deals for products available to those 21 and older. Users can adjust their account information within the mobile app to start receiving the age-restricted content.

In the rewards app users access the My Account page and select “verify age” to enter the appropriate information. Once the legal-aged individual inputs their birthdate and home address they are eligible to receive the extra promotions.

The mobile app also prompts users to choose from which products they are interested in such as tobacco, alcohol and lottery. To select options for any or all categories, users select the on-button for the respective item groups.

To receive special rewards for these products when available, users can browse on the scan and save page within the app.

The convenience store is increasing awareness for the new promotional additions by information members via email and walking them through step by step. This is important for retailers and app providers, as mobile-pushes such as this are most helpful when users can participate, and informing consumers on how to do so ensures maximum usage.

Mobile app importance
The retail chain also stayed current with the mobile-driven evolution of what constitutes “convenience” through a partnership with ordering app Tapingo that brings products directly to college students (see more).

7-Eleven also hoped to increase store traffic by rolling out the 7-Eleven Bill Pay app, which enables shoppers to pay cash to more than 17,000 local and national billers with a bar code scan at participating locations (see more).

“Notice, the practice of advising people on the company’s information practices, is one of the four core tenants to the Federal Trade Commission’s and marketing industry’ accepted privacy regulations and best practices, the others being choice, (the practice of given an individual the choice to participate, to opt-in or out), control (the ability for an individual to manage their data and preferences) and transparency (the ability for an individual to have a clear understanding of how their personal information and preferences might be used),” Mr. Becker said. ” 7-11, by notifying its customers about the changes it is giving them notice.

“It is adhering to the high industry privacy standards and best practices set out by regulators and industry leaders,” he said. “It is also practicing stellar one-to-one marketing.

“It is using the notice to educate its customers about a new feature and giving them the options and instructions of how to use them.”

Chevron is bringing mobile payments to select branded gas stations in California this fall via a partnership with Visa, proving that consumers are increasingly clamoring for seamless ways to pay at the pump via their smartphones.

The two brands are collaborating on a mobile payments program that is set to roll out at more than 20 Chevron gas stations in Silicon Valley and San Francisco within the coming weeks. The payments industry’s gradual shift to digital suggests that more petrol companies will jump at the chance to integrate with mobile payment platforms in a bid to attract more consumers who may not always carry cash or credit cards with them.

“We are continually looking for ways to improve the customer experience at our stations and expect that the adoption of newer mobile devices will lead to more consumers using this technology,” said Doris Lee, head of loyalty at Chevron, San Ramon, CA. “Chevron strives to provide a range of convenient and secure payment options for customers.”

New industry adoptionMobile payments continue to branch into new industries as consumer and merchant adoption alike becomes more widespread. Chevron estimates that approximately 80 percent of its customers pay at the pump with their debit or credit cards, suggesting that cash payments are on their way out as the world evolves into a more digitized one.

More consumers are appreciating the ability to use their mobile devices when paying for weekly necessities such as gas and groceries. When paying at a Chevron pump, a customer can simply hop out of his or her vehicle and tap his or her device against a terminal to complete the transaction.

Consequently, customers can feel assured that their data will be transferred in a secure environment.

Visa and Chevron tapped Carli Lloyd to star in the promotional spot

Visa and Chevron are promoting their collaboration by rolling out a YouTube video featuring soccer star Carli Lloyd, showing the several-second-long process of paying at the pump via a smartphone.

The digitization of payments also posits that wearables including the Apple Watch and activity trackers may soon replace consumers’ physical wallets. Cash could become increasingly less commonplace if individuals are bestowed with the ability to pay for gas, groceries and other daily or weekly items by waving their wrists or tapping their smartphones against an NFC terminal.

Payment transaction volume on wearables will reach $501 billion by 2020, growing at a compound annual growth rate of 177 percent and representing 20 percent of total mobile proximity transaction volume, according to a summertime report from Tractica (see story).

Mobile and petrol companiesChevron is not the only gas station marketer introducing this functionality to its customers.

This past July, Shell began its rollout of the PayPal-enabled Fill Up and Go service across gas stations in Britain, which allows customers to download the Shell Motorist application and scan a QR code to pay at the pump with their smartphones (see story).

Additionally, Cumberland Farms has released a mobile-enabled gas discount program called SmartPay, which enables users to pay at the pump via their personal device and save 10 cents for each gallon of gas purchased. Each time a customer buys 30 gallons via SmartPay, he or she will receive a mobile offer for a free cup of Farmhouse Blend coffee.

Once mobile payment adoption at gas stations grows, financial institutions and petrol companies may be forced to provide rewards programs to users if the strategy gains traction.

“While it is still early, initial consumer response to the two sites where we have offered outdoor contactless capability since July has been positive,” Ms. Lee said. “Many consumers are already interested in using this payment method and we anticipate that number will grow with new mobile device adoption.”

Final TakeAlex Samuely, staff writer on Mobile Commerce Daily, New York

Shell is beginning its rollout of the PayPal-enabled Fill Up and Go service across gas stations in Britain, which will allow customers to download the Shell Motorist application and scan a QR code to pay at the pump with their smartphones.

The introduction of the service arrives after months of testing, and suggests that other gas stations will be clamoring to follow in Shell’s footsteps and offer mobile payments to time-strapped consumers. Hundreds of stations across Britain are now equipped to accept PayPal money, a feat which will resonate positively with many mobile enthusiasts.

“The Internet of Things is a very hot trend right now and gas pumps have power to them and are typically already Web-connected,” said Wilson Kerr, ‎vice president of business development and sales at Unbound Commerce, Boston. “As such, they are in a well set-up for an app-based payment system and PayPal is certainly a leader that is trusted by consumers.”

Streamlining payment processesMobile payments have been catching on with merchants and consumers alike, thanks to their ability to streamline the checkout process, save time and prevent consumers from carrying cash and credit cards on their persons at all times.

“Gas stations and convenient stores are in many ways an ideal environment for mobile payment capabilities,” said Ted Fifelski, president of SimplyTapp, Austin, TX. “Consumers expect a fast, easy experience both at the pump and at the register and NFC terminals with a tap-and-go functionality can provide just that.

“In addition to tap-and-go, technologies like Host Card Emulation, or HCE, offer faster service while allowing in app payments to happen seamlessly, providing a full service all from within the consumer’s vehicle.”

British customers can download Shell’s Motorist app to access the Fill Up and Go service. They must connect their PayPal accounts, set up a PIN code and scan the large QR code visible at each pump to begin the process.

Consumers must then pinpoint how much gas their vehicle will need, and choose the appropriate amount to pay for. The app enables users to select an amount as low as five British pounds and as high as 100 pounds.

With the Motorist app, consumers do not have to go outside to pay for gas

Shell’s pumps will begin dispensing fuel after customers have dictated how much they want to spend, and after the QR code has been scanned with a smartphone. The signage around the pumps aims to display directions in an easily readable format, although employees will also need to be kept up-to-speed on the experience in case of confusion.

“A difficulty regarding implementation could be the discovery of the app itself,” Mr. Kerr said. “QR codes are simple and a low-tech way to drive discovery and app downloads, but they do require the consumer to scan and engage.”

After the pump has dispensed the maximum limit for the price set by the customer, it will automatically stop and send a confirmation to the Motorist app, as well as a receipt.

The Shell Motorist app is available to download for Android and iOS devices.

Rise of mobile paymentsThe role of mobile payments is expected to rise exponentially as more retailers begin accepting methods such as Apple Pay, and consumers drive up adoption rates after initial skepticism fades. The expected rollout of Android Pay later this year will also throw more smartphones owners into mcommerce mix.

Shell’s partnership with PayPal will help place it on many merchants’ radars. Additionally, consumers will receive loyalty points for each of their transactions made via its platform.

This move is likely to ramp up new client sign-ups for PayPal, which recently split from eBay.

The QR codes near pumps are visible and easy to scan

Shell would also be well-suited to offer an incentive to customers who have not downloaded the Motorist app, or who are wary of using mobile payments for the first time. The brand could provide a 5 pound credit toward users’ first purchases to drive app downloads and usage of the Fill Up and Go service.

More gas stations are leveraging mobile strategy to continue customer engagement off premises and drive future transactions. Last October, Citgo Petroleum Corporation drove application downloads with its “Win With Citgo” promotion, which offered 108 fans a chance to win significant prizes during the holiday season (see story).

“The real question is in regard to what problem this is solving and how this makes a trip to the gas station more convenient,” Unbound Commerce’s Mr. Kerr said. “Opening an app and validating that you are who you say you are and confirming a PayPal payment linked to that app might be harder and take longer than simply swiping a credit card mag strip.”

Final TakeAlex Samuely is an editorial assistant on Mobile Commerce Daily, New York

Mapco staff were able to ensure accuracy of endcap displays and quickly complete tasks with the app

Convenience store chain Mapco optimized store management efficiency and the accuracy of end-cap displays through a mobile application, linking employees at all locations for easier communication and faster installations.

The Tennessee-based store was able to cut down a significant amount of lag time in staff discussions, man-hours and overall instillation time of in-store setups. For many Mapco locations, rearrangement and redesign timing was cut down from more than a month to about two to three weeks, increasing efficiency and maximizing profits.

“Among our retail, consumer packaged goods, restaurant and hospitality customers, we recognized mobile technology would be a boon to regional and district managers for tracking activity and execution in real time, rather than having to wait for the monthly sales report,” said Vladik Rikhter, CEO and co-founder of Zenput.

Employee productivity
The mobile work-task application, developed by Zenput, allows employees across all locations to communicate in a streamlined, accelerated and seamless manner. Staff members can simply glance at their phones for notifications and messages regarding work tasks.

Zenput’s app also allows Mapco workers to check off these assigned tasks, including time and location information to cut down confusion and increase efficient time usage. It uses geotagged submissions to track which employee is working on or completing a task, along with when and where.

Employees can also share images and video content to showcase where they are in the process, or to better display how-tos and what something should look like.

For example a staff member can send a task such as updating a window display to an employee through the app. The employee will receive a push-notification regarding the task.

Through the process the employee can update the supervisor or co-workers through photo sharing, messaging and time stamps. Once the assignment is completed that worker can mark that it has been finalized, and even share a photo to confirm.

Managers can send tasks to individual employees or numerous staff members throughout many store locations.

Using an app to handle employee practices such as this allows for Mapco to really maximize the most out of their business. Completing tasks in an efficient manner allows cutting back on working hours and ensuring that the business is running tighter.

Updating displays faster and better ensures the accuracy of reaching customers. This application gives the staff the tools to create the most effective displays to encourage spending and drive sales.

It also allows for its employees to focus on the customer experience rather than business tasks.

Behind-the-scenes applicationsSimilar to this, Los Angeles-based boutique chain M. Fredric introduced a new inventory management application, allowing the retailer to make more accurate inventory decisions while on the go (see more).

“A large part of the battle in providing a better customer experiences is ensuring stores are consistent across locations,” Mr. Rikhter said. “MAPCO overcame these challenges with Zenput’s ability to track field employees’ progress from hundreds of locations, using photos as visual proof.”

Final takeBrielle Jaekel is editorial assistant at Mobile Commerce Daily

Convenience store chain 7-Eleven has partnered with mobile payment service PayNearMe to enable users of Nevada sports betting service William Hill’s application to deposit cash to the app within 7-Eleven stores, in an attempt to draw in more customers.

The convenient store chain already has a huge draw for consumers interested in gambling, as many of its customers visit the store for scratch offs and lottery tickets. The partnership makes sense for all parties, as the companies have an overlapping consumer base and can drive sales for each retailer.

“Seven-Elevens’ existing relationship with PayNearMe and convenient locations across Nevada make it natural transition to extend its PayNearMe services to the William Hill Mobile Sports app,” said David Naumann, director of marketing at Boston Retail Partners. “Many consumers already visit 7-Eleven stores for lottery tickets and scratch-offs and these customers will be prime candidates to visit their stores more frequently to load their sports booking app with funds.”

William Hill is a bookkeeping service operated in Nevada. Its app allows users to place sporting bets, only while located within Nevada.

Betting on salesPayNearMe is a service already in place at 7-Eleven stores, in which users can deposit cash payments to pay off services such as rent, airfare and any other retail transaction. Many customers operate on a cash basis rather than with credit cards and this creates a simple and secure method for them to do so.

For William Hills, the partnership allows for it to seamlessly access 7-Eleven customers and in turn 7-Eleven will now have access to William Hills customers. With customers entering stores to deposit cash to the app, 7-Eleven will likely be able to further drive in-store sales with the hopes these consumers will impulse purchase products.

For convenience stores such as 7-Eleven these impulse buys are important, as a substantial amount of its sales come from extra purchases from customers upon entering the store for a specific item and leaving with more.

Customers that want to use cash for betting on William Hill can enter Nevada 7-Eleven locations and deposit cash through the PayNearMe service. Users select deposit cash on the mobile app, which generates a barcode, while at the checkout counter users pay with cash and scan the barcode, which automatically enters the amount into the betting app.

Mobile deposits
The PayNearMe platform showcases how mobile commerce is continually growing and evolving. More and more customers are flocking to mobile for payments.

Mobile’s effectiveness in the banking sector is becoming indisputable, as deposits of physical checks decline and more consumers to turn to their smartphones for remote deposit capture capabilities, which are projected to account for approximately 33 percent of retail bank deposits by the end of this year and 50 percent by 2016, according to a report from Celent (see more).

Also, A Javelin Strategy and Research payments analyst at Mobile Commerce Daily’s Mobile Research Summit: Data & Insights 2015 said mobile and digital are upending perceptions of trust in financial institutions, with online services such as PayPal ranked tops in safeguarding privacy and traditional banks falling down the list (see more).

“Advertising and promotions of 7-Eleven’s Mobile Sports app cash deposit services will provide additional brand awareness and traffic to its stores,” Mr. Naumann said. “The additional traffic to 7-Eleven stores to deposit cash in their William Hill Mobile Sports app will likely spur additional impulse purchases while they are in the store.”

Final takeBrielle Jaekel is editorial assistant at Mobile Commerce Daily

Citgo Petroleum Corporation is driving application downloads with the new “Win With Citgo” promotion, which offers 108 fans a chance to win significant prizes during the holiday season.

Consumers in Massachusetts may partake in the campaign from now until Nov. 21, at any Citgo location. To participate, guests must scan the QR code on designated point-of-purchase products, download the Win With Citgo mobile application and enter to win the appointed prizes.

“I think people will sign up for the promotion,” said Mike Cochrane, sales director at Atimi, Vancouver, BC. “It’s a low-barrier entry process, and there are no requirements to enter such as a purchase or a visit to a Citgo location.

“Also, the prizes are valuable and desirable enough to incent people to share their contact information.”

Mobile promotionCitgo is also hoping to drive more usage of its mobile app by requiring entrants to download it. Once a consumer enters the contest, they are eligible to win a year’s supply of TriCLEAN gasoline, a $50 gift card to Citgo or a two-person trip to Venezuela.

100 consumers will be able to win the gift card, three will receive the year-round supply of gasoline and five consumers will win the all-inclusive trip to Venezuela, which includes visits to Los Roques, Margarita Island and Canaima.

Citgo recognizes that the gasoline industry is filled with many competitors, and is always on the lookout for effective ways to augment the brand and remain at the forefront of consumers’ minds. The promotion is meant to drive more traffic to Citgo locations, but also reward loyal consumers for continuing to choose Citgo.

“Research shows that consumers are increasingly utilizing their mobile phones in their shopping experiences, and Citgo is responding by offering apps such as Win With Citgo and Club Citgo,” said Fernando Garay, public affairs manager at Citgo Petroleum Corporation, Houston, TX.

“While Win With CITGO app is associated with a six week promotion, the Club CITGO app is a longer term program designed to promote CITGO loyalty through daily deals and discounts, earning rewards and other great prizes.”

CITGO is bolstering its mobile strategy

“I believe it would be more effective to offer an incentive such as one entry for every purchase made at a Citgo location,” Atimi’s Mr. Cochrane said. “Currently, the only thing driving traffic is the Citgo gift cards prices, which would bring the winners into the locations.”

Citgo is also offering a separate sweepstakes within its app, which contains a trivia game with questions about Citgo, Margarita Island, Canaima and Los Roques. If a consumer answers a question correctly, he or she is automatically entered to win a $20 Citgo gift card.

Giving backThe promotion is being launched in conjunction with Citgo’s ongoing efforts to give back to local communities via its locally owned locations. The company partakes in a myriad of in-person, digital and social advertising campaigns designed to help local charities, support children’s education and gather donations for pets in Humane Societies.

Citgo’s “Fueling Good” campaigns can be found on the standalone Web site, www.fuelinggood.com, and offer details on current and past sweepstakes. Videos are also posted to display the effect the campaigns have had on the local community.

Citgo aims to be active on social media, and believes that the promotion will bolster the company’s mobile strategy. Because gasoline is a necessity for most consumers, the contest’s prizes are that much more desirable.

The campaign is slated to run before the holiday rush begins, in order to stir up more brand awareness before retailers and vendors start rolling out major holiday deals. However, brands must be cognizant of using too many sweepstakes in their sales strategies, as they may overshadow other benefits.

“Smart mobile tactics mean incorporating sweepstakes and contests sparingly, and brands are realizing that it can be a double-edged sword: giving away free stuff and money gets attention, but if it’s getting in the way of your core business, or the core features of your app aren’t compelling enough on their own, it’s a band-aid that isn’t really winning mindshare or loyalty,” said James McNally, director of business development at Fuzz Productions, Brooklyn, NY.

“No question, it’s something that will continue, simply because it’s a tried and true way to garner attention and users (at least in the short term).”

Final TakeAlex Samuely is an editorial assistant on Mobile Commerce Daily, New York

The Brentwood, TN-based retailer also has integrated its My Rewards loyalty program into the app, and has bolstered the discount it offers customers who pay with the app. The move to allow PayPal payments within the app rather than directing them to the PayPal Web site marks a new innovation for mobile payments at a regional c-store chain, a Mapco representative said.

“We are seeing continued use and growth of the application,” said Howard Curtis, director of marketing and customer relationship management at Mapco. “We think this will be an interesting adoption curve, only because we are the only ones to have this offering.”

Mapco operates 373 retail locations under various banners in several Southeastern states. It has had a mobile application for almost a year, but the functionality was largely focused on store-location and the My Rewards program.

Added benefits
Mapco began testing mobile payments a few months ago in a soft launch for its My Rewards customers and for customers of PayPal.

One of the attractions of the mobile payment option for customers is an additional discount that Mapco is offering. Customers who pay using PayPal in the mobile app receive an extra 2 cents per gallon off the price of gasoline, on top of the instant 3 cents per gallon that My Rewards program members receive.

“Mapco is at the forefront of bringing rewards to customers,” Mr. Curtis said. “The rewards program is pretty robust.”

Members of Mapco’s My Rewards loyalty program also earn points based on their purchases, which can then be redeemed for discounts on gasoline and for free products.

Customers using the app acknowledge that they have received a discount, which served to remind them of their savings, Mr. Curtis said.

The program is unique among regional convenience and gas retailers, he said.

While New England c-store operator Cumberland Farms also offers a PayPal payment option through its app, in that case the app links custoemrs to PayPal’s Web site, as opposed to keeping them within the app (see story).

“What we have done is taken the PayPal experience and kept it native to the app,” Mr. Curtis said.

Other convenience and gas retailers have mobile payments tied to a credit card, such as Exxon Mobile’s SpeedPass.

Mr. Curtis said he believes having PayPal and and its My Rewards program integrated with the app gives Mapco an advantage.

“It makes it easier to manage your rewards,” he said. “We think this gives them added convenience. They can turn on the pump quicker than they can with a credit card.”

Mr. Curtis also said he expects that more and more convenience and gas retailers will adopt mobile payments.

“I expect higher adoption of the My Mapco app among millennials,” he said. “I expect that by this time next year, we’ll see a lot more fuel centers accepting mobile payments.”

Final TakeMark Hamstra is content director on Mobile Commerce Daily, New York

Convenience-store retailer Cumberland Farms has extended a version of its mobile-payment system with added perks for businesses to use in managing costs for their vehicle fleets.

The SmartPay Check-Link Business payment program — available in either a payment card or a mobile app — enables business owners to save 10 cents on every gallon of gas they buy for their fleet of vehicles. It is similar to the retailer’s SmartPay Check-Link program for consumers that launched in January 2013.

“Generally speaking, the primary challenges most mobile payment products face are around consumer adoption, usually due to lack of consumer incentives or consumer value,” said Nathalie Reinelt, an analyst at payments consulting firm Aite Group. “In the case of Cumberland Farms, overcoming that challenge will largely depend on how well they educate businesses on their SmartPay Check-Link Business product availability, because it appears that they are actually providing value beyond just convenience.

“Saving 10 cents a gallon may not seem like a lot, but for a fleet of vehicles that could add up.”

Framingham, MA-based Cumberland Farms operates about 600 stores in the Northeastern United States and in Florida. It is the parent company to Gulf Oil LP, a petroleum-products wholesaler.

Added value
Cumberland Farms is also offering businesses that sign up for the program access to an online portal to monitor the daily activity of their fleet as well as monthly statements to help manage gas expenditures. Business owners have the ability to set limits for drivers and generate reports detailing the number of gallons purchased, the locations of purchase and their total savings with the program.

“Those value-added features are exactly the types of services that provide consumers and businesses incentive to migrate toward mobile payments, though I would imagine that since Cumberland Farms is also offering these discounts and analytics by using the debit card, that most drivers will continue to use a card over their mobile phone,” Ms. Reinelt said.

A spokesperson for Cumberland Farms was not available to comment on the program. Aite is not involved in the SmartPay program, but Ms. Reinelt agreed to comment based on her expertise in mobile payments.

Security concerns
SmartPay Business accounts are individually PIN-password protected, and fleet members also have distinct PINs that the administrator oversees. Cumberland Farms has also partnered with the National Payment Card Association in an effort to ensure secure transactions on both cards and smartphones.

Consumers have become increasingly comfortable using their mobile phones for payment, although data security looms as a top concern. According to a recent PayPal survey, 46 percent of U.S. consumers cited fear of data theft as their top concern when shopping online (see story).

Some retail and restaurant chains, along with other service providers like taxi-hailing company Uber, have been testing mobile payments via apps. Both McDonald’s and Starbucks have been leaders in that area (see story).

Ms. Reinelt said the success of mobile payments hinged on the ability of providers to lure users away form payment methods to which they have become accustomed.

“With any mobile payment offering, whether for a large platform or a small retail chain, its success is entirely dependent on design and execution,” Ms. Reinelt said. “Mobile payments just for the sake of mobile payments has proven to be ineffective. Mobile-payment providers that include significant incentives for consumers to abandon current payment methods stand a greater chance of succeeding.”

Final TakeMark Hamstra is content director at Mobile Commerce Daily, New York

SemaConnect, which makes electric vehicle charging stations, has launched an application on Google Glass to make it easier for drivers to navigate to the closest charging stations at a nearby Walgreens or Dunkin’ Donuts.

The app leverages augmented reality to make navigation faster and easier, with users able to locate the closest charging stations within a 20-mile radius. Users can also enable turn-by-turn navigation to station locations and initiate a charging session.

“As a leader in the marketplace for electric vehicle charging infrastructure, our philosophy is stay ahead of the curve from a technology standpoint, and also seek to deliver better ways of helping electric vehicle drivers to our stations, and this initiative is yet another demonstration of that commitment,” said Mahi Reddy, CEO and founder of SemaConnect.

“The big advantage to using the Google Glass is that the user need not take her hands off the wheel or her eyes off the road,” he said. “This enhances safety while driving and provides the user with a significant capability.”

SemaConnect is one of the largest providers of smart networked electric vehicle charging stations in North America. It clients include Walgreens, Cisco Systems, Dunkin Donuts and Jones Lang LaSalle.

Voice commandsThe app is driven largely by voice commands or taps with a finger. For example, a driver can say, “OK Glass, Explore nearby” to locate the nearest station, and then tap to navigate to the station.

When a driver gets to the station, then the user says “Control my car” and the station begins charging the vehicle.

If there is a fee applicable, it is automatically billed to the user’s credit card.

Previously, consumers could charge vehicles using the SemaConnect smart card and PlugShare app for iPhone and Android.

The next step
The company’s offerings of charging solutions in a variety of markets is now further supported by a Google Glass application that makes charging easier than ever before and is viewed by the company as the next step in the evolution of mobile services.

“Today, the smart phone is an integral part of consumer’s lives, whether they use it for calling, emailing, browsing and all of the myriad ways that helps them be more productive,” Mr. Reddy said. “We see wearables as the next step in this evolution, devices that help us be productive and achieve our objectives while being a seamless part of our lives.

“While the Google Glass is still in its early days, and people are just getting started in using this device and figuring out its capabilities, we believe that this device is a valuable addition to the array of devices that are woven into our lives, and because it enables us to obtain information without taking our eyes off the road while driving, this is going to be a great way to deliver useful information to drivers,” he said.

“Helping EV drivers locate charging stations while they are driving and providing directions to get them to these stations and begin charging their vehicles is key to our success as a charging infrastructure manufacturer and we see this as a core part of our efforts.”

Final TakeChantal Tode is associate editor on Mobile Commerce Daily, New York